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Cook, Snap, Post, Repeat

Forget
celebrity TV chefs, bloggers and social media outlets are providing inspiration
for the nation of cooks. Photographing food has become a hobby of the general
public and this new form of communication has affected the way the food
industry operates.

British
cuisine has often been defined by tea, beer, crumpets and the classic roast
dinner. However, nowadays many people are experimenting with their food,
seeking tasty and unique ingredients to jazz up their meals, and are beginning
to share creations on social media outlets.

Through the
increase of social media outlets, people want to share their own handiworks. In
a study on 2,000 respondents conducted by Applewood® Cheese, respondents
answered that the rise of social media made an impact on their cooking habits.
Over half of Brits (51.4%) admitted that social media plays a role in deciding
what to cook. A quarter of the UK population (25.2%) claims that it is
influenced by recipes posted on blogs and social media sites such as Instagram.

Growing up,
children are told not to play with their food. However, today the food industry
has created a new trend by breaking this rule and has encouraged interesting
experimental flavours. Creating hybrid foods like the Cronut is at the far end
of the spectrum, but even enhancing a burger with a smoky cheese or a unique
blend of meat is a new concept.

The British
are often seeking something new and exciting, dishes that have unforgettable
flavours. One ingredient that can be found in many dishes is cheese. Recent
research conducted by Kantar Worldpanel on behalf of DairyCo UK, revealed that
98.7% of all British households purchase cheese throughout the year.

Looking
deeper into the cheese industry, companies are also experimenting with their
traditional flavours. They aren't looking at traditional Cheddars,Parmesans or
blue cheeses any longer. At an average supermarket, restaurant or even farmers
market the types of cheeses range from smoky spreadable to lychee goat cheese
or even chocolate sharp Cheddar.

According to
Instagram,(over 100 million users) “#foodporn” has over 29,000,000 posts while
“#yum” has over 28,000,000. This obsession has also reached Twitter; accounts
such as “@WOWFoodPics” or “@Food” were created just to share recipes, food
humour and photographs.

The food
culture in Britain is ever-changing. Consumers are experimenting more and more,
not only with new ingredients but also taking their passion for food to the
next level and sharing it with the rest of the world.

•Applewood®
is available nationwide in selected Tesco, Sainsbury’s, Asda, Morrisons,
Waitrose and Co-Operative stores as well as online at Ocado

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